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In recent years, chocolate manufacturers have been on a quest to make chocolate that is higher and higher in cocoa content. Cocoa content is the percentage number you see on bars (generally the range is 50 percent to 90 percent). If you’re baking, follow the recipe instructions. If you use 90 in a recipe that calls for 50, you won’t necessarily get a better confection. Like many tastes, chocolate is subjective. One person might swoon over a dessert that is quite bitter, while another thinks it’s not sweet enough to eat.